LEAD GENERATION CONT .
looking at statistics and information that isn ’ t really relevant to measure for YOUR business .
We use and recommend CallRail , which is a very simple and powerful tool to measure and track website conversion that we put on all our clients ’ websites so they can see how their site is producing as well as listen to calls from inbound leads to ensure they are being handled properly . If you ’ re curious , you can see a quick demo of it at TechnologyMarketingToolkit . com / calltracking .
Another piece of software we recommend IF you are going to work on SEO is Moz Local ( if you ’ re targeting local traffic ) or Moz Pro ( if you ’ re targeting across the U . S . or the world ). They also have a free tool that is a good starting place if you want to check it out before paying for a subscription . Moz also has a lot of great SEO training that can help even a layman figure out a plan to get higher rankings . Simply go to Moz . com for more information .
10 Critical Components To A High-Converting Website .
As I said earlier , your website doesn ’ t need to be an expensive , high-design site with bells and whistles , but there are things you should have to maximize the conversion of traffic to your website .
1 . A FUNCTIONING website .
I ’ m amazed at how many MSPs have sites that are rife with broken links and webforms that don ’ t work . The other day when I was troubleshooting a client ’ s digital marketing plan , I discovered that two out of three of their website ’ s forms were not working . Specifically , they were not delivering the results they should ( one promised a free report that was NOT on the next page , although it was promised on the optin form ), and both did not alert this client they had a lead . Another client discovered their site had been hacked and was displaying an ad for sports gear right in the middle of their website . They only discovered it because they came to me because their marketing wasn ’ t working , so I reviewed their site with them ( to be crystal clear , this was NOT a site we had produced ). All of these are not uncommon .
Therefore , the first critical step in any website conversion is to make sure the links work and the forms actually do what they are supposed to do . And here ’ s another IMPORTANT tip : I would also strongly suggest that all webforms flow into a proper marketing automation system ( or CRM ) where they can be tracked and instantly followed up on .
2 . Website tracking software .
As I said , CallRail is the one we use and sell to our MSP clients . However , there are dozens of them out there . The key is not necessarily which one , but to make sure you actually USE IT properly and use REAL DATA to make changes , not your feelings . As Mark Twain once said , “ Supposing is good , but KNOWING is better .” When it comes to digital marketing and websites , you use actual data to deduce , not opine .
3 . A site built on a proper SEO plan .
I don ’ t have the space in this article ( or this magazine !) to convey how to do a proper SEO plan , but I will tell you it ’ s worth outsourcing this activity . SEO is one of those specialty skill sets best outsourced until you ’ re running a full marketing department and can afford to bring it in-house . Further , it ’ s critical you understand that SEO is an ONGOING effort , not a “ set it and forget it ” activity .
4 . A well-designed home page , specifically the top of the site .
A website ’ s home page is almost always the most visited page on the site and is the entry point into the marketing funnel . Therefore , the top of your site that ’ s “ above the fold ” ( meaning the visitor sees it without scrolling down ) is the single most critical piece of real estate on your entire site . Visitors will hit that first and decide to call , click , or engage … or bounce .
So , the copy on that section , or the headline , is essential to successful conversion . The problem is that most MSPs have vague or confusing copy , like “ Experience The Difference ” or “ Business Clarity Empowered .” Or they have no copy and the images make no sense to the average visitor looking for IT support . What you need is a simple headline : “ Nashville ’ s Most Responsive And Complete IT Services And IT Support For Small Businesses ” or something that simply states what you do and for whom you do it . A REAL prospect coming to your site is trying to figure out ONE thing : Is this what I ’ m looking for ?
The more they have to click around or guess , the higher their chances are of just leaving your site without taking any action .
5 . Offers !
If you want to generate leads on your website , you NEED to have an offer they can respond to . The two primary
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